Over the past decade, LinkedIn has quickly become the go-to platform for professionals. The website has over 250 million users in the U.S. This makes it the best platform to engage talent and hire the right workers for your firm. 

It’s also more than just a social media platform. LinkedIn is a professional hub where you can find, engage with, and hire the best talent in your field. Plus, it provides an incredible return on investment (ROI) once your following grows. 

For companies that struggle to hire the right talent, you must create a compelling brand on LinkedIn. It will help your firm stand out in a crowded market and attract top talent. 

To achieve success and start hiring more workers, you’ll need to create a strategic social media approach—and a strong employer brand. 

Creating an Employer Branding Strategy 

Your employer brand is the public face of your company. When in-demand workers look for new jobs, the first step they take is browsing your LinkedIn page. They want to get a sense of what life is like at your company. Use LinkedIn to stand out and highlight what makes your company special. 

With this strategy, you can move from struggling to find the right workers to bringing the best and brightest to you. The Society for Human Resource Management (SHRM) says: “The more attractive—and authentic—your employer brand is, the more you can attract qualified, interested applicants to your open roles and even convert candidates into company champions.” 

To create a strong employer brand on LinkedIn, take a page from the Advance Recruitment Playbook: 

• Promote your company culture 

• Prioritize executive thought leadership 

• Share employee success stories 

• Use mission-driven messaging 

• Optimize job postings for success 

Become a Hub for Company Culture 

The first step is using your firm’s LinkedIn page, and individual employee pages, to become a hub for company culture. This is the most important step when it comes to attracting talent. 

To highlight company culture, you want to focus on what makes your company and workplace unique. We help clients (and their employees) share posts about: 

• Team-building events 

• Diversity, equity, and inclusion (DEI) programs 

• Employee benefits and perks 

• Celebrating birthdays, work anniversaries, and employee achievements 

•   Videos that showcase a day in the life of team members

When you highlight your workplace culture and the lives of individual team members, you help candidates imagine themselves working at your firm. You can also attract candidates who are qualified for your roles and align with your company’s values. 

Highlight Employee Success Stories 

While many companies focus on website content, salary levels, and major company achievements, these stories aren’t what catches the eye of the best talent. 

The most in-demand workers want to hear directly from employees themselves. You can help them find the right information by re-posting announcements and testimonials from your employees on your company’s LinkedIn page.   

This is crucial because over 70% of candidates will research a company’s LinkedIn before applying. 

Prioritize Executive Thought Leadership 

Your company’s executive leadership is one of your most important resources. They’re the public face of your company. Executive posts give candidates insight into your company culture, leadership approach, and future vision. 

That’s why the best companies use their executives’ LinkedIn profiles as a thought leadership platform. You’ll want to create different messaging and subject-matter expertise for each member of your leadership team. You can do this by focusing on their core competencies. 

 We’ve found that posts that get the most engagement focus on: 

• Industry trends 

• Common pain points 

• Company updates 

• Executive philosophies 

• Employee success stories 

• Career development opportunities 

Finally, it’s important to create a regular posting schedule on LinkedIn. We recommend starting with once-weekly posts. You can expand to 2-3 times a week once you’ve nailed down your messaging and started to develop an audience. 

Use Mission-Driven Messaging

A recent research report found that 23% of workers “would accept a job offer because of company values, mission, and culture.” However many companies have a lackluster social media strategy that fails to highlight their company’s mission. 

You can stand out from other companies by using mission-driven messaging on LinkedIn. This will help you connect with candidates on an emotional level. Plus, it will make sure that those who apply for jobs at your company share similar workplace values. 

Optimize LinkedIn Jobs & Employee Posts for Maximum Impact 

Finally, you want to make sure you optimize job postings on LinkedIn and your to promote your employer branding. On LinkedIn itself, you can use advanced filters to target the right audience. Use filter options like location, experience, and past skills to attract the right candidates to your postings. 

You’ll also gain traction and more relevant applications when you encourage employees to post job openings. This enhances your brand’s credibility. It also helps you reach passive candidates who aren’t actively looking at the site’s job board. 

Within the job postings themselves, you’ll also want to highlight your company’s culture and workplace values to turn readers into applicants. Many candidates will dive deep into the company’s LinkedIn page for more information. 

But, highlighting these values in the job postings themselves ensures you communicate those ideas for those who don’t investigate further. 

Wrapping Up: Turning LinkedIn into a Recruiting Machine 

LinkedIn is the most important recruiting platform in your arsenal. When you commit to an employer branding strategy on LinkedIn, you attract the top talent and bring candidates to you. 

You can accomplish this by: 

• Promoting your company culture 

• Sharing employee success stories 

• Highlighting executive thought leadership. 

The best companies also use carefully crafted mission-driven messaging and optimized job postings to round out their strategy. Do you want to learn more about using LinkedIn as a recruiting tool and transforming your company page into a recruiting powerhouse? Contact Advance Recruitment to speak with a member of our team.